Basic Web Terminology - #seopodcast 167

Pay-per-click is a form of paid search where advertisers bid on key phrases. You only pay when someone clicks your ad, not when they see it. A call tracking number placed in the ad can generate phone calls even from people who never click, resulting in zero cost for those leads.

Conversion rate optimization, called CRO or CVO in the episode, is the process of guiding site visitors to take a desired action such as calling, emailing, downloading, or subscribing. For paid search it is especially important because you can stop, adjust, and restart campaigns based on which actions produce results.

Split testing, also called A and B testing, means running two different ads, calls to action, or landing pages simultaneously to see which performs better. After enough data is gathered you choose the best option. The hosts apply it mainly to larger accounts or smaller accounts where clients are willing to pay for the extra work.

Scheduling lets you run ads only during hours when you can respond to inquiries, so you avoid paying for clicks you cannot convert. Geotargeting focuses spend on the areas where you are most profitable. Together they stretch a limited budget by eliminating wasted impressions and clicks.